STOCKHOLM, Sweden — May 13, 2026 — RECCO, a global leader in rescue technology, is gaining traction in the trail-running segment as more brands, events and rescue organizations align around a shared goal: improving safety in the outdoors without compromising performance.

An expanding roster of global brands, including HOKA, CamelBak and Arc’teryx are integrating RECCO reflectors into trail running gear since previous seasons, helping to make athletes more searchable in remote environments. This year Mammut, SCOTT, USWE and NAKED are all introducing new RECCO-equipped trail running products available in stores now, while Swedemount and Engelsons will release a running vest later this year, designed with built-in reflectors. Together, these developments signal a broader shift toward embedding safety technology as a standard feature in performance gear.

Beyond product integration, partnerships with premier trail-running events such as the Merrell Skyrunner World Series and the adidas Infinite Trails are helping RECCO elevate awareness around mountain safety while supporting athletes competing in some of the world’s most demanding terrain. These collaborations underscore a collective effort to normalize preparedness as part of the trail-running experience.

RECCO is also expanding its presence within the broader outdoor community through initiatives like European Outdoor Week in Riva del Garda, where it will serve as Safety Partner for its Activation Days (May 16–17). On-site, RECCO will engage directly with participants through educational sessions, live demonstrations, and guided trail-running experiences, highlighting how the technology enables faster and more efficient search and rescue operations. The collaboration reflects a shared vision of promoting safe and responsible outdoor participation, while increasing awareness around the importance of being searchable in mountain environments.

At the same time, RECCO continues to invest in its global rescue infrastructure. The RECCO SAR Helicopter Detector system is expanding across Europe, North America, New Zealand and Nepal, enabling rescue teams to search larger areas quicker and more efficiently. This advancement not only helps reduce search times for missing persons but also minimizes risk exposure for rescue professionals during operations.

“The momentum we’re seeing in trail running reflects a meaningful shift in how the industry approaches safety, with a growing emphasis on making athletes more searchable and better prepared in the mountains through integrated technologies and smarter product design,” said Fredrik Steinwall, CEO at RECCO. “By working closely with both brand partners and rescue organisations, we are helping ensure that more athletes are searchable in the environments where they train and compete. As our rescue network continues to expand across Europe,  North America, New Zealand and Nepal it’s an exciting time for RECCO and the global trail running community.”

For more information on the global RECCO rescue network, please visit recco.com.

Photo link: https://reccoab.sharepoint.com/:f:/s/RECCOExternalSharing/IgCNJBoOb64ZSLKknm_OPJoXATvDGRsi69TPEMVVHZmsYiU?e=4vJgMv

About RECCO

RECCO® advanced rescue technology makes outdoor enthusiasts searchable to rescuers in case of an avalanche accident or when lost in the outdoors. The technology builds on a two-part radar system. Rescuers carry RECCO® detectors that send out search signals which are echoed by RECCO® reflectors, carried by the user. RECCO® detectors are used worldwide at more than 900 ski resorts and mountain rescue organizations in 32 countries. RECCO® reflectors are integrated into select apparel, helmets, protection gear and boots manufactured by more than 150 leading outdoor brands. RECCO AB was founded in 1983 in Sweden and is owned by its founder Magnus Granhed and the publicly traded investment company Traction AB (listed on OMX Nordic Exchange Stockholm). More info at recco.com.

Media Contact

Verde Brand Communications

(970) 235-0268

recco@verdepr.com

BOULDER, Colo. (May 12, 2026) — Driving brand direction for 2027, premium winter sports equipment manufacturer, HEAD, hosted a two-day on-snow event with influential women from across the ski industry to answer one pivotal question: What do women actually want from the ski industry? Event feedback will shape the brand’s 2027 Joy Collection and how HEAD works with and communicates to women skiers in North America.

In an industry where decisions have often been made without women meaningfully at the table, HEAD set out to build a dedicated space for honest input from women who live and work in skiing every day. Eight women attended the event at Big White, B.C., including buyers, marketers, ski testers, coaches, and retailers. The goal went well beyond validating product performance; the summit focused on how women want to be spoken to, represented, and supported – on snow, in shops, and in brand storytelling.  

“We kept it small on purpose so we could have real, honest conversations,” said Natalie Dyksterhouse, Winter Sports Marketing Manager at HEAD. “Our goal wasn’t just to test product, it was to listen and really understand how women in wintersports want to be addressed. The ski industry walks a fine line when it comes to women’s products, and one of the biggest topics was whether women-specific product lines should exist at all. What became clear is that this isn’t a simple yes or no question, it is more nuanced than that.”

A few key themes emerged from conversations:

• There is no single answer to the women-specific vs. unisex product debate, different skiers want different things.
• Freeskiers generally favored unisex skis, while frontside and carving skiers emphasized the importance of women-specific designs.
• Tone matters: women want clear, technically credible information without condescension, along with better education on what skis are built to do and how that matches both their abilities and their anatomies.
• Many women approach gear with less ego and more self-assessment, which affects how they respond to performance claims, marketing messages, and in-store guidance.

Insights from the summit will help shape the next generation of the Joy Collection, launching in fall 2027. Since its debut in 2014, the Joy Collection, HEAD’s best-selling women’s all-mountain ski line, has been intentionally designed to serve different skier types and personalities. Varied constructions across models enhance on-snow performance, improve accessibility, and better align with what women are seeking in their gear. This approach will continue in the next generation, which will introduce refined model positioning, messaging, and line architecture to more clearly serve distinct skier profiles.

For HEAD, this summit marks the start of an ongoing, women-led collaboration – bringing women into earlier stages of development and making listening a consistent part of innovation. For the broader industry, it’s a signal that real progress depends not just on new materials and shapes, but on who is invited into the process and how brands show up for the women driving the future of skiing.

ABOUT HEAD
HEAD is a leading global manufacturer of premium sports equipment, specializing in skiing, snowboarding, and related winter sports, as well as racquet sports, swimming, and diving. Founded in 1950 by engineer Howard Head, the company introduced revolutionary ski design with its Head Standard model—combining metal and wood to create skis that are more maneuverable, durable, and high-performance. HEAD continues to innovate through its product lines for freeride, all-mountain, junior, and luxury performance, pushing technical boundaries while delivering an exceptional experience to athletes and outdoor lovers around the world.

MEDIA CONTACT:
Verde Brand Communications, head@verdepr.com

Elkton, MD — [May 11, 2026] — W. L. Gore & Associates (Gore), founder of the GORE-TEX® Brand, marks 50 years of product innovation and leadership in fabrics. Since its consumer introduction in the Early Winters Light Dimension™ tent in 1976, Gore has expanded its portfolio into a globally trusted solution across garments, footwear, gloves. Today, GORE-TEX® Brand fabrics continue to add comfort while protecting people from everyday situations to the world’s most demanding conditions.

As Gore marks this milestone, the company is not only reflecting on its legacy of innovation but also setting the course for the future. Since Bob Gore’s 1969 discovery of a lightweight, microporous material, GORE-TEX® Product technology has been driven by science-led exploration, transforming a breakthrough insight into one of the most influential materials platforms in performance fabrics. Today, that legacy continues through ongoing innovation and a commitment to advance responsible performance, the belief that performance, durability, and sustainability must advance together. These efforts span the brand’s fabrics business that extends across outdoor, professional, and defense applications, where reliable protection is critical.

“For five decades, GORE‑TEX® Products have enabled people to perform in the toughest conditions,” said Michelle Augustine, Gore fabrics business leader. “We continue to build on this foundation through innovation that helps our partners meet evolving needs while advancing responsible performance for the future.”

Durability has long been a focus for Gore, and the company is now bringing that commitment to the forefront, emphasizing the design of longer-lasting products to help reduce resource use while maintaining performance over time. In parallel, Gore is collaborating with more than 45 stakeholders and Mid Sweden University’s Sports and Outdoor Research Centre to develop a global durability standard for outdoor gear.

Innovation is at the core of Gore’s fabrics business. The company continues to advance next-generation material science, including breakthrough technologies such as its expanded polyethylene (ePE) membrane and PYRAD® Fabrics by GORE-TEX LABS®, delivering trusted waterproof, windproof, breathable, and durable performance.

Gore is also innovating in how its materials are made by transitioning its manufacturing facilities to 100% renewable electricity and continuing to reduce environmental impact through the use of renewable energy, recycled and lower-impact materials, and responsible manufacturing practices.

Anchored by the anniversary theme “50 Years of Going Further, Together,” the brand’s communications and activations will highlight how the GORE‑TEX® Brand continues to advance high-performance and responsible performance through science‑led innovation and durable product solutions designed to help reduce impact over time. To mark the anniversary, Gore has launched a multimedia resource featuring a historical timeline, archive video, and imagery available through the GORE‑TEX® Brand archive channel.

About Gore’s Fabrics

Gore’s fabrics business pioneered the first waterproof, windproof and breathable GORE‑TEX® Product 50 years ago, leading the way for the technical, high-performance apparel industry and setting a new standard for performance apparel, footwear and accessories. Today, we continue to advance material innovation with technical apparel, footwear and accessories solutions that deliver trusted protection, comfort and durability across consumer, defense, safety and professional applications. Our portfolio includes leading brands such as the GORE‑TEX® Brand and SITKA® Brand, each built on deep scientific expertise and a commitment to responsible, high‑performance design. gore-tex.com and goretexprofessional.com

About Gore

W. L. Gore & Associates is a global materials science company dedicated to transforming industries and improving lives. Since 1958, Gore has solved complex technical challenges in demanding environments—from outer space to the world’s highest peaks to the inner workings of the human body. With more than 13,000 Associates and a strong, team-oriented culture, Gore generates annual revenues of $5 billion. gore.com.

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Bend, OR – May 7, 2026 – BRANWYN continues to raise the bar for what Performance Innerwear can and should be by deepening its leadership at the intersection of uncompromising natural-fiber product performance, women’s health, and sustainability. The award-winning, seamless Merino wool brand announces its expanded partnership with Zentera Wool Company and has now fully transitioned to ZQ+ certified Merino wool, reinforcing its long-standing commitment to doing right by both people and planet.

From the beginning, BRANWYN has built its products around the belief that what touches a woman’s body matters for performance and health. Sourcing has always been a critical part of that promise. By working with Zentera and adopting the ZQ standard early on, BRANWYN championed a more responsible approach to wool, one rooted in animal welfare, social responsibility, and environmental stewardship, ensuring every garment begins with fiber produced with care and accountability at every stage.

Now, with the move to ZQ+, BRANWYN is going further. This next-generation standard traces every thread back to its farm of origin and is built on a 15-point index that measures people, planet, and animals together. ZQ+ supports a regenerative farming framework in which growers simultaneously improve soil health, animal wellbeing, plant and vegetation diversity, water quality, and strengthen rural communities.

Today, every BRANWYN garment is made with 17.5-micron Merino wool sourced exclusively from a small network of ZQ+ growers who meet the highest standards of animal care, land stewardship, and self-initiated continuous improvement. These practices aren’t just better for the planet; they result in better fiber.  Wool produced from low-stress, free-range sheep is naturally softer, longer, and stronger, elevating the performance, longevity, and feel of every BRANWYN piece.

“We are proud to partner with BRANWYN, who genuinely care about the animals, people, and stories that sit behind the wool they use,” says Zentera CEO Angus Steet. “Deanne and her team are raising industry standards by investing in ZQ+ fibre, to create a positive impact across the whole supply chain, from the sheep and farm the wool was grown on to the consumer who wears it.”

“Our community is incredibly informed; they care deeply about what touches their bodies and the impact it has on the world,” says BRANWYN CEO Deanne Buck. “We’ve always believed performance starts with the people and ecosystems behind it, long before it reaches your body.  That’s why we’ve invested in ZQ+ certified wool, full traceability from the farm, and long-term partnerships with the growers themselves. I  spent time in New Zealand earlier this year with the people and the animals behind our fiber, and that level of connection and accountability is exactly what our community expects. They continue to push us to build a transparent supply chain and a product standard that doesn’t just participate in a category, it redefines it.”

This transition is more than a sourcing update. It reflects BRANWYN’s commitment to lead with transparency, to invest in people and partners that support women’s health and the health of the planet and animals, and to deliver products that perform at the highest level without compromise.

For more information on BRANWYN, please visit www.branwyn.com or direct media inquiries to Stacy Kline at stacy@darbycommunications.com.

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About BRANWYN

BRANWYN, based in Bend, Oregon, produces the world’s first ethically sourced, naturally sustainable Performance Innerwear designed by and for active women. By combining a first-ever blend of ZQ+ Merino and seamless knitting technology, BRANWYN revolutionizes women’s next-to-skin apparel, prioritizing comfort, temperature regulation, anti-microbial properties, breathability, and overall health. Our ethos, rooted in “Find A Way,” was inspired by the radical idea that women could create better underwear for themselves that meets our unique needs. Additionally, we collaborate with organizations that foster a sense of self in girls and women by breaking limiting beliefs through outdoor activities, sports, sweat, and movement. Committed to personal and global health, we use natural, non-toxic fibers and sustainable materials, and prioritize ethical farming and work practices.

About Zentera Wool Company

Zentera Wool Company, formerly The New Zealand Merino Company, is the company behind ZQ and ZQ+ (formerly ZQRX), the world’s leading marks for high-quality wool that’s grown with care for animals, land, and people. Founded in New Zealand, Zentera has worked alongside growers across the Southern Hemisphere and leading global brands for over 30 years to show that expertise and ethics belong together. Its wool is premium by nature and traceable back to the farm where it was grown. Learn more at www.zenterawool.com.

BOSTON, Mass., May 7, 2026 — As it enters its 51st year, Marathon Sports today unveiled a new brand identity, introducing a modern logo and branding designed to carry one of New England’s most respected running brands into its next era.

Founded in 1975, Marathon Sports has grown from a beloved local run specialty retailer into one of the sport’s most trusted retailers, with deep roots in New England and influence far beyond it. The new branding honors the brand’s heritage and community while building a sharper, more distinctive expression for the future.

At the center of the new look  is a bold icon paired with an updated Marathon Sports wordmark. Clean, confident and unmistakably modern, the new mark gives the brand a more recognizable presence across stores, events, merchandise, partnerships and media, while still staying connected to the original Marathon Sports spirit.

“Marathon Sports has earned real trust from runners, communities, brands, and people who care deeply about the sport for over 50 years,” said Ben Cooke, president of Marathon Sports. “We wanted an identity that respects that history, but also looks and feels ready for contemporary run culture. That is a delicate balance. We selected Upstatement, our design agency, to guide this process. Their editorial mindset, blending disruptive design and storytelling, captured Marathon Sports’ identity and pushed us further than what felt familiar.”

A logo inspired by the energy of running

The new logo draws inspiration from the motion and defining moments of running. The result is a contemporary and distinctive feel that stays rooted in the physical experience and culture of the sport. Marathon Sports has long served runners across disciplines and experience levels, and the rebrand was designed to feel equally at home on the track, trail or road.

The original Marathon Sports logo that is familiar to generations of runners will continue to have a place within the brand, particularly in heritage storytelling and select retro merchandising concepts. Moving forward, the new branding will become the primary expression of Marathon Sports.

As Marathon Sports celebrates five decades in business, it is also investing in the next era of the brand by expanding its event footprint, creating broader and more meaningful community touchpoints, and building deeper collaborations with brand partners to deliver the best in technical performance gear and real human experiences to runners across New England.

The new identity will roll out across Marathon Sports retail environments, digital channels, community events, content, branded materials and product applications throughout the year. The launch will be supported by a series of visual assets that introduce the new branding through the lens of the motion, energy and culture of running itself.

For Marathon Sports, the rebrand is both a milestone and clear step forward, reflecting a trusted brand and strong vision for the future.

About Marathon Sports

Founded in 1975, Marathon Sports is a leading run specialty retailer and community running brand based in New England. Known for expert service, technical product authority and deep roots in the running community, Marathon Sports serves runners of all levels through its retail locations, events, partnerships and digital platforms.